he selection of a higher education institution is an important decision for all aspiring students, and it affects their commitment, motivation to study and career prospects. Institutions of higher learning are important role players in the South African economy as the receptacle of skills required to equip individuals to make the best use of their talents and of the opportunities offered by society for self-fulfilment. Modern marketing philosophy suggests that consumers and the satisfaction of their needs should be the reason for the existence of any organisation and should thus be the main driver for strategic decisions.
What makes students choose a specific institution of higher learning?
A question that many higher education institutions have been grappling with for some time. Several studies have been conducted to get to the bottom of this complex issue.
Hobsons, a group of well-known educational consultants, conducted an International Student Survey in 2017 and found that high-quality teaching and the availability of scholarships were two of the most important factors that students considered when choosing a specific university. Aeyanju et al (2020) in turn found that the reputation of a university, the courses they offer, and the facilities available, may be considered positive attributes that are likely to influence the student’s choice. Calitz et al (2020) state that the factors impacting a student’s choice are country-specific and may include culture, educational needs, campus activities, safety, and security, and socio-economic issues.
To identify the factors that influenced current students in their decision to study at Inscape, a survey was conducted amongst first-year students, 154 respondents participated in the survey and the findings below are representative of their overall responses.
The majority of students answered that they wanted to study Design, implying that Inscape was the obvious choice for a design student.
A number of students mentioned personal referrals, and great reviews from previous/current students.
Students commented on the fact that Inscape has small classes (maximum 24 students), where students receive individual attention.
They said that the environment is safe and welcoming. This correlates with the study conducted by Calitz et al (2020) which indicates that safety and security played a deciding role in both local and international students’ choice of university in South Africa.
An interesting finding was that several students indicated that their choice was influenced by the fact that Inscape students do not write exams. This relates to the assessment strategy – Inscape undertakes a continuous assessment of students, via assignments and practical work, which emulates the kind of work they would do in their respective industries. The work is theory-based and theory-informed, but students demonstrate their understanding in more innovative ways other than writing tests or exams.
If you have to ask any of our students, this does not make studying at Inscape ‘easy’ – in fact, it may be harder, although the students seem to value the approach.
It is also worth noting that Higher Certificate: Architectural Technology students see this programme as their ‘gateway to architectural studies’. The qualification is validated by SACAP (the South African Council for the Architectural Profession) and allows graduates entry to a professional career as a Draughtsperson. 66% of the Higher Certificate in Architectural Technology graduates from 2021 went on to further studies.
In a separate exercise, students were interviewed by the marketing department, and this is what they had to say :
“I chose Inscape as there were many opportunities to get a feeling of the campus and staff from the open days to the interviews and workshops, but I ultimately chose Inscape to pursue my passion as it was always a warm and welcoming environment. Before it was even certain that I would be studying here, I was made to feel more than a number, that I mattered and that my opinion mattered. It was clear that lecturers and academic staff wanted to get to know me and who I am and know me more than just a graphic designer. I felt welcomed and comfortable at Inscape, which was extremely important to me coming from a high school that felt like family, I wanted to find another place where I would be able to feel the same way.” – Charlotte Williamson.
“I chose Inscape because they offer a variety of courses that are very design related and I was very interested in design. I specifically was drawn to the AT course and after that year, I loved being there and continued to do the ED degree! I enjoy the atmosphere and the people, Inscape has continued to inspire me and encourage me to always think outside the box and that hard work always pays off. Inscape also has an experiential training subject which gives a student a whole different look into the industry, which is a really great way to implement what is taught and use it in real-life projects. Inscape builds confidence where presentations act as exams and that is a great way to show the understanding of what is learnt in your own way. Honestly, I am glad I chose Inscape because I have grown so much and have learned a lot about myself!”- Graziella Andrade.
“I choose Inscape because I saw a family that embraces Individuality. It’s different and set apart when it comes to the students. It’s welcoming and doesn’t care where you come from but about where you are and where you are going. It’s full of Inspiration and grooms us to be better designers for our future. IT’S BUILT TO SET US APART.”- Aphelele Ndwandwe.
“I chose Inscape because I felt like I had an opportunity to reach my full potential at this college. I can learn from peers, lecturers and hosts on ‘In-work training briefs’. I always wanted to change the world somehow, and with Inscape I have the best chance in doing that, one brief and one design at a time.”- Zanel Potgieter.
As Institutions of higher learning, we must identify the factors which influence the decision-making of prospective students regarding their choice of academic institutions in order to develop strategies to address these issues and ensure access to higher education for all. At Inscape, we choose to put the student first, in everything we do.